• What is DEMA?
  • Easy Read Summary for DEMA
  • Destination Marketing
• Why create a DEMA?
• Destination Promotion Strategy
• Business Plan
• DEMA Activity
• Working with us
• DEMA successes
• People behind DEMA
• Edinburgh Research

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• About DEMA
• What is DEMA?
• Destination Marketing

What is Destination Marketing?

“A destination is a place where people want to be.”  The market in destinations of all levels is becoming increasingly competitive but there has been a standardisation of offer.  Cities are the new destination brands; they are becoming the “attack brands” for countries and regions.  Cities that organise the promotion of their assets in a compelling and coherent way will be the winners of tomorrow.  Edinburgh needs to exploit the powerful assets it has across visit, invest, live & study and to differentiate itself from its competitor set.  View the April 2009 research report  on Edinburgh from The Communciations Group  [opens in a new window].

Edinburgh is a key driver of the Scottish economy, a centre for innovation and the commercialisation of intellectual capital. The City Region is strong in five of the Scottish Government's key growth industries/ sectors Finance, Life Sciences (science and technology), Tourism, Digital Media (Creative Industries) and Food and Drink – Edinburgh's success will ensure Scotland's success.

The destination challenge for Edinburgh is to join together its offer to form a compelling proposition to consumers (those who are looking to visit, invest, live & study in the city) - establishing a new partnership approach reflecting the Scottish Government's approach to new ways of working by the public sector at a local and national level, and with the private sector.